Wild Light: How *Not* To Hold a User-Generated Video Contest

Each one, teach one: we love WILD LIGHT, but we get the sense from this video that someone from Columbia called them up one day and said, "Hey, you guys need to do one of those contests where fans make their own video for your song!" Well, OK, we get that sense because that's very close to a direct quote from this video. And, um, they don't look too psyched on the idea. In fact, it looks like they'd just as soon ignore Columbia's email. Which is fine. But for the record, here's a couple of tips for anyone who wants to learn from what a half-assed idea this particular contest is. What not to do?

1. OFFER ZERO MP3s. In Wild Light's defense, they're probably assuming all their fans downloaded their album before it was released, anyway, so offering an mp3 for the focus track would be redundant. However, holding a contest in which fans can submit a video "for any song off Adult Nights" is just too broad -- the two hours someone could have spent thinking about how to make a quickie videofor "California on My Mind" are now being spent trying to decide which song to make a video for.

2. OFFER A CRAPPY PRIZE. "Autographed CD, T-shirt, 2 tickets to any Wild Light show." Gee, can we get a guitar pick with that, too?

3. MAKE A VIDEO OF YOURSELF NOT GIVING A SHIT. Unless, in fact, you don't give a shit if no one else gives a shit. In which case, carry on.